Pam Henderson, PhD. is a published author, entrepreneur, CEO, professor, and international speaker.
Dr. Henderson is CEO of NewEdge, Inc., a growth, strategy and design firm that advises companies across every industry including over 75 Fortune 500 and 50 startups and non-profits. Pam pioneered Opportunity Thinking™ principles, a new approach to innovation that helps organizations create sustainable growth.

After receiving her Ph.D. in Market Strategy & Insight from the University of Texas in 1989, Henderson became an assistant professor at Carnegie Mellon University. During her time there (from 1988 to 1992) she conducted global research on the impact of design on consumer response and the potential return on investment of design.

In 1992, Henderson became a full professor of Marketing at Washington State University. While at Washington State, she furthered her research on the integration of design in market research and business strategy. Henderson also assisted the United States National Laboratory System to identify products and markets from technology platforms. This work became the base for developing Disruptive Market Research®, a user-centered, qualitative approach to market research that identifies areas for innovation.
Henderson founded NewEdge in 2003 while still at Washington State University. NewEdge builds on Henderson’s research in utilizing design methodology for business strategy. Her research was published in journals such as the Wall Street Journal and the Harvard Business Review, and featured spots on NPR.

Henderson left Washington State University to grow NewEdge full-time. The company has since expanded to locations in Seattle, San Francisco, Pittsburgh, and Chicago, with its main headquarters in Richland, Washington, where she and her husband, three children, and dogs live. Pam is the recent author of a new book on Opportunity Thinking entitled You Can Kill an Idea, But You Can’t Kill an Opportunity! How to Discover News Sources of Growth for Your Organization, which is now in its second publishing.